“Think London’s job is to sell the city as a location to the world’s businesses. ‘Forget Paris, Berlin, Beijing, set up in London instead’ is their pitch. So how do you distill all that London has to offer into 1 symbol? Well, you don’t. You use 45. We twisted the famous skyline 180 degrees into a reflection and made a new skyline out of all the other factors that would help you choose the city.”
The reflection shows elements from the real London skyline, whereas the upper skyline contains the new symbols.
It’s the most detailed logo I’ve seen in some time,
which is one reason why I’m not overly keen. Update: Here’s an explanatory comment that helps me see a different side to the design…
“…the message I think this logo intends to send is, “London is a cool place with a lot of things happening – we don’t just stand for one famous building or bridge – you can’t even count the amazing things there are to do in this big city.” A potential traveler would come away with the idea that London is busy, bustling and a lot of fun.”
London Mayor Boris Johnson is inviting rebrand tenders.